Herding Cats: How To Make a Kickass Go To Market Plan

What the talk is about

Nicholas Day walks through a real document prepared for an upcoming game release to show how to gather a go-to-market plan in one place so every stakeholder works from the same information. The plan opens with a high concept, key features and a plain-language breakdown of the game, with a short video and a description of gameplay stages and goals at each one. It then covers audience research and personas, positioning, brand voice, competitor analysis, visual guidelines, an asset library, a channel-based marketing plan and a timeline. He stresses that the document is alive: it is updated with each major update, and creative tests feed into it weekly. Building it took about six months and many stakeholders. Useful for producers, marketers, creative directors and indies seeking a publisher.